This interview focused on the role of the new IDF spokesperson, Gen. Ronen Manelis and his use of social media and the digital world. As he said, everything has changed in the position of IDF spokesperson. Gen. Manelis stated that he has the ability to influence the minds of the enemy. He can understand the broad playground of the enemy. He also acknowledged his former role in intelligence plays an important part in IDF communications, as he knows that the hottest hashtag is the favorite soccer team in Gaza.
Gen. Manelis ascertained that what the IDF says is fact and based on facts and they represent the Israeli narrative. He showed as an example, a map of the region stating “Iran you seem to be lost,” showing Iran with arrows where it should be on the map. This tweet reached 6 million people in a few hours and just as important were the counter tweets.
One film showing Hezbollah operations, which used music by Kanye West in which he was also tagged, the IDF reached new audiences.
Gen. Manelis stated that there are 3 different audiences with three different goals. For the Israeli audience, the goal is to strengthen the public’s faith in IDF and legitimize the IDF operations. For the Arabic audience, the goal is to denigrate and deter the enemy. A video of a missile attack on Shderot, seen by 8 million people, was intended to legitimize the IDF’s actions should Israel attack Gaza afterwards.
Another video showed the Hamas leader Ismail Haniyeh and juxtaposed it with scenes of orchestras, with the video called “Terror in E minor.” It concluded by stating “make music not terror.” As Gen. Manelis stated, there has been a move from the technological to the creative, as the IDF needs to maintain the interests of the audiences.
Gen. Manelis acknowledged that the internet allows for a direct discourse with enemies, and digital is really an operational tool. Avichai Edri, who is in charge of the IDF’s social media in the Arab world, speaks in Arabic, has a large following, and is able to directly communicate with people in the region. Gen. Manelis did state that it is difficult to measure the effectiveness of this digital operational took as the IDF is dealing with minds, and it must be seen as a form of “soft power.”
